Rewinding your NayaPay Rewind 2025

Rewind 2025 is out and we’re collectively holding our breath. 

Part excitement. Part panic. Part “Wait… did we seriously write over a hundred unique lines of copy?”

Slack hasn’t stopped pinging ever since. Screenshots. Laughing emojis. Panic. Existential dread. Pride. Denial. Pretty much the same emotions you went through looking at your Rewind.

Rewind 2025 is our biggest, boldest, most cinematic version yet. And we’re taking you behind the scenes, from the data magic to the chaotic brainstorming sessions, and all the tiny design decisions that made your Rewind feel personal, fun (we hope so), and a little too accurate.

Before we get into the madness, let’s rewind a bit. 

In 2024, we created the first ever Rewind for you. A fun little project of turning your spending habits into something personal and entertaining. It was simple and experimental, to test the waters. People loved it! Our DMs were flooded with screenshots and Instagram Stories taken over as we watched you wear your spending like a badge of honor. Apparently everyone genuinely enjoyed finding out how many Foodpanda orders they placed in a year. That’s when we knew: next year, we're going bigger.

Fast forward to October 2025. Our teams sat together one fine day with one goal: build a recap of how you spent your year aka a personalised experience that makes you smile. From Marketing and Data to Creatives and Tech, it took an entire village to bring this story to life.

The data told on you…

We started off by mapping out all the data points that could make your story interesting. Unsurprisingly, there were maaaany. Then came the big question: Does this apply to most users? Because even if a metric sounded fun, if it only applied to a tiny slice of the audience, it wouldn’t work at scale. After a lot of debate (and a lot of heartbreak for ideas we loved), we shortlisted nine core metrics that tell the most meaningful, relatable parts of your year. The ones that felt universal enough to give everyone a story, but specific enough to feel personal.

Initially, we thought about setting a minimum activity threshold, something like 10 eligible transactions, to make sure everyone’s Rewind had enough depth. But after more brainstorming, we scrapped the idea entirely. We wanted everyone to have a Rewind and here’s why:

• Inactive users who might need a reason to come back
• New users who joined recently and need a push to get those funds moving
• Users with low activity who still deserve a fun experience

At the end of the day, Rewind is about storytelling. The same screens can tell different stories depending on the words used. And that flexibility meant we could create impact at any point of the user journey, whether someone made 5 transactions or 500.

…And we knew just what to say.

This year, we spiced things up and introduced two modes for experiencing your Rewind: Be Nice and Roast Me. If 2025 taught us anything about you, it’s that you love a good roast. However, we realise that it isn’t everyone’s cup of tea, so we kept the best of both worlds. A little fire for the ones with thick skin, and a little sugar for the ones who burn easy (did we just roast again? This might be becoming a habit…)

Two modes. Nine metrics. Countless merchants for your top 20%. Over a hundred unique copies written, rewritten, and rewritten again. That's a looot of writing. But honestly, we’d do anything for you, so it was worth it.

Be Nice 🥰

This one is the friend who hypes you up and genuinely believes you’re doing everything right. Honestly, we all need that sometimes. Easy-going, encouraging, and just delusional enough to romanticise every transaction. It looks at your spending habits with a smile and gives you the benefit of every doubt. Chaos? Cute. Impulse purchases? Bold. Low spend? Responsible. High spend? Generous. And yes, it makes our attachment to you embarrassingly obvious. We turned your year into a feel-good montage. If you want your Rewind to feel warm and flattering, this is your safe zone.

Roast Me🔥

This one is your inner critic with a mic and absolutely no stage fright. Direct, sharp, painfully sarcastic, and brutally self-aware. It’s the stuff you think about yourself on a bad day, turned into punchlines. It calls out the patterns you pretend aren’t patterns and turns your life choices into a stand-up bit where we put you on the spot. Thick skin required. If you can’t take a joke, maybe just let us be nice to you.

Building the Rewind multiverse

Once the copy took shape, we pulled in our 3D designer 😎 to figure out how to make your Rewind look as dramatic as it reads. We’ll be honest… our first visual draft played it way too safe. Looking at it now compared to the final product is genuinely hilarious. So we scrapped the safe route and went all out to build visuals that felt distinct, immersive, and completely different depending on the mode you chose.

Be Nice

We wanted everything to feel joyful, bright, and a little magical. We brainstormed over what makes us feel that way and when someone said “Charlie and the Chocolate Factory,” it instantly clicked. Think: frolicking in a lush green field, rainbows overhead, flowers blooming in slow motion, butterflies fluttering around. Soft, sweet, whimsical, exactly the mood you’re choosing when you tap Keep It Cool.

Roast Me

What’s the first thing you think of when you hear roast or burn? Fire. We leaned all the way into heat and intensity, we wanted you to feel the burn the moment you chose this mode. It’s bold, it’s sharp, and it sets the stage for the roasts that follow. Think deep reds, glowing embers, and dramatic lighting. The deeper you go, the hotter it gets. The flames rise, the glow intensifies, and the whole experience slowly turns into a visual “are you sure you want to keep going?” 

The chronicles of QA-ing

Writing and designing over a hundred screens was one thing, testing them was a whole different story. This part really showed us what ‘collaborative effort’ means. We wanted the Rewind experience to unfold exactly the way we imagined it (no surprise plot twists).

Before presenting it into the wild, we gave our internal teams an exclusive sneak peak. This is where the real magic (and chaos) happened. We spotted and squashed lurking bugs, fixed copies that weren’t hitting the way we’d wanted, toned down the lines that would have the room laughing at you way more than you’d like 🫣, and fine-tuned everything to make sure your Rewind felt smooth, fun, and just right.

And that’s the story behind your story. Happy Rewind watching! Thank you for being such an interesting audience to analyse. We loved celebrating (and roasting) all your little money quirks 🧡

See you soon. Same time, next year?